The Evolution of Interactive, Rich Digital Advertising
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The Evolution of Interactive, Rich Digital Advertising

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Over the past decade, interactive display advertising and rich media have evolved from being just expandable display ads to engaging formats across multiple platforms with numerous features from......

Over the past decade, interactive display advertising and rich media have evolved from being just expandable display ads to engaging formats across multiple platforms with numerous features from dynamic messaging to interactive video. Join us as we take a look back, reviewing how the industry has evolved and what “rich media” means today. We’ll also explore some of the engaging and emerging trends we’re seeing including Pinterest, interactive in-stream video, tablet, connected TV and dynamic ad generation and optimization.

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  • - While text ads sell with words, and display ads sell with pictures, Rich Media ads offer more ways to involve an audience with an ad.- The ad can expand, float, peel down, etc. And you can access aggregated metrics on your audience's behavior, including number of expansions and interactions, multiple exits, and video completions.  - Rich Media’s definition continues to change over time as ad functionality evolves but one thing remains constant – RICH MEDIA WORKS!
  • This snapshot illustrates of the evolution of interactive, rich digital advertising. It’s so interesting to see where things have started & how they’ve evolved in such a short period of time. We begin in 1987 with the introduction of the Mac and will talk through the arrival of the world wide web, showcase the first rich media ad unit, highlight the first expandable on a tablet and finish by showing - where we are today in 2012 – a revolutionary platform with self-services creative optimization capabilities – the first of it’s kind inmarket.
  • First sign of rich media was in 1987 when Apple introduced the Macintosh with its graphical user interface, and HyperCard, the first universal multimedia tool. 
  • The first sign of rich media was in 1987, when Apple introduced the Macintosh, its graphical user interface, and HyperCard, was the first universal multimedia tool to hit the mainstream. This was a huge turning point in history – simultaneously, black and white gave way to color, floppies became hard disks became CDs, Apple gave way to Microsoft and Windows became the global standard in GUI computing.
  • First sign of rich media was in 1987 when Apple introduced the Macintosh with its graphical user interface, and HyperCard, the first universal multimedia tool. 
  • Afterthe amazing performance of ‘pong’, new features began to pop up in-banner. Advertisers could now track user interactions with these same ads. Rich media functionality and tracking features now far exceed what is possible from standard online advertising, not to mention traditional broadcast and print advertising.
  • With display ads rapidly gaining popularity with advertisers, 3rd party ad servers began to emerge as a way to harness, aggregate and verify the performance of display ads. As you can see in this illustration, PointRoll is the glue that holds everything together, working with the client, media & creative agencies to create and deliver ads to publishers efficiently in one single platform.
  • As the options began to grow, so did the metrics & measurement of performance. Among the manyappealing factors of rich media, the detailed tracking is a powerful addition.Rich media tracking features far exceed what is possible from standard online advertising, not to mention traditional broadcast and print advertising.
  • So we can begin to see the power of the art (creative) and the science (analytics) merge on a very basic level. Now we fast-forward to 2004 where there rapid consumer adoption of high-speed Internet connection has helped fuel a boom in rich media ads.By the end of 2004, more than half of U.S. Internet users were connecting online via broadband access, and at the same time advertisers were serving a third of all online ads in Flash format, according to Nielsen//NetRatings.
  • Suddenly, mainstream advertisers, who fueled billions of dollars into television advertising, started to pay attention to online advertising.
  • Now with half of all American homes using broadband, an online audience was BORN. People were blogging, shopping and banking online and of course consuming large amounts of videoon demand.
  • Now that online advertising was available to the masses, similar behaviors occurred with mobile phones. The first SMS (short message service) or text message was sent in Finland in December of 1994. Since then SMS has become the most commonly used mode of communication.Six years after the launch of SMS, mobile advertising made its debut and still growing strong.
  • This is all exciting stuff, but how has this evolution effected the consumer?
  • To understand this, we need to understand the evolution of consumer behavior: Going back again to 1996 much of the user experience was in relation to ‘surfing’ the web. The internet was all about content and getting anything and everything possible on the web. “Surfing” was its purpose and consumers were simply using the internet to find interesting content. It was very publisher focused and very controlled. Do you remember the early internet? The year 2000 hit and sites are now sponsoring advertisers and promoting products, advertising is “popping up” everywhere, and advertisers are beginning to experiment with selling products through the net. It’s all about buying media and capitalizing on the “surfing” that users are doing. Remember pop ups and all of the bursts and button ads?Fast forward to 2006 and Online becomes about interacting. The consumer is in the driver’s seat controlling the experience and what content or capabilities they are interacting with. Everyone from 7 years to 70 is online and user’s no longer surf, but have a destination. For advertisers, consumers can be found online, but are now more elusive and active beyond viewing/reading content; they want an experience and conveniences of digital – banking online, downloading music, IM’ing, sharing photos – data online in droves! You can’t get more interactive than that! What types of interactivity or functionality do your targets mostly respond to? [Answer]How are you assessing the success of the engagement and interactivity of your campaigns? 2011 is all about being personal and engaging no matter where your target audience is. In 2011online is all about user engagement, and connecting beyond that user to their actual network. The web and digital has become very personal for users and now they determine how they want to engage. The consumer is not only in control of the experience, but of generating content and shaping their digital ecosystem through social networks, and how they personalize and customize their digital world. For advertisers, this creates the need to better understand their audiences, finding them wherever they are across the ecosystem. The key now is to deliver the most relevant content, whether it is local or targeted content, promotions, messages, or simply great innovated creative that breaks through all the noise. Optimization and engagement are at the forefront of every strategy for all online advertising campaigns.
  • [Give audience time to review the graphic]Capturing the attention of consumers continues to get more and more difficult as in any given minute, consumers are engaged in numerous digital activities – be it on the PC, tablet, mobile devices, and more... Your audience is everywhere – understanding them and how best to message and breakthrough the noise with engaging, consistent and impactful marketing is critical to your success.Now there are several devices, multiple publishers and placements as well as technologies available to do everything from ad serving, audience management, video, media buying and on and on.
  • Today advertisers have the ability to do it all! Make the connection with consumers with a tailored creative message on a tailored placement and/or device. The outcome has been smarter more effective advertising.
  • DCO is a powerful way to reach the right consumer with the right message at the right time…on the right device. In this example, you can create different creative versions of the same ad based on rule sets. If males in Texas respond to the red pick up truck and $500 offer, we want to continue to serve them this particular ad to maximize our ad dollars and help guide consumers down the purchase funnel.
  • We have more options than ever before to find our users in the right places. Consumers are performing a number of activities across devices in a given minute. It’s important for your brand to be everywhere, and to break through the clutter with more engaging, relevant and action-inspiring formats and creative. Whether it’s on a tablet, In-Stream Video , DCO, expandables, Out of Home, Mobile, WebTV… it’s your brand everywhere!
  • One way to cut through the clutter is with eye-catching, innovative creative. Innovative creative will always be the key to grab consumers attention! A great example of cutting edge creative is the BMW ad (gives you an experience).
  • Another example if killer creative is cutting edge social. Pintrest has been hot this year and enables the user to pin a product of their choice to their own pinterst page/board or the brand page, this can be very powerful. The chain reaction alone from one pin is 10 fold.
  • Froot loops example – publishers are working to be more flexible as creative innovation continues to grow and push the envelop.
  • This is the coolest ad! The background video plays based on the weather and geo so it’s extremely relevant to the user. At anytime you are also given the option to stop the video, expand the panel and engage!
  • Tabet, Tabet, Tabet. I’m on my all the time, whether it’s reading a ibook, on the internet or having the Pandora ap running in the background while I paint. This huge canvas gives advertisers the ability to create fun and engaging ads that can truly captivate a user!
  • Now it’s time to look forward. What can we possibly come up with next?!?
  • The new Windows 8 OS is launching This is pretty exciting stuff as we will begin to see more cohesion across desktop and device. The most exiting thing will be the ability to leverage HTML5 and take advantage of all it has to offer. We've been working with Publishers like USA Today to begin testing serving into their Metro app to provide rich, interactive experiences on the new OS. There is no official release date yet for Window 8, we expect to see a lot of people making the upgrade from Windows 7 to 8 quickly.
  • This is an example of what the new Windows 8 OS look like on USA Today. Notice the ford ad at the bottom. It even has the ability to go full screen.
  • Connect TVWhen you buy Standard In-Stream Video today on desktop video players, there should be no reason not to able to leverage that same campaign workflow, tools and delivery if you want to reach additional screen like Xbox, Roku, LG and Samsung SMART TVs. Over the last two months PointRoll has been working with the technologies powering Connected TV for some of the biggest media properties to enable just that.So whether you're watching content from an Xbox or Roku, or on the iPad or Nexus 7, PointRoll can seamlessly use our current delivery method to serve Standard Video across screens and measure its performance. We're putting together a list of the content producers we're working with and will be releasing it later this summer.
  • This is an example of Connect TV on Xbox. Click on the ESPN app and it will spawn a video in-app.
  • Thank you so much for listening, we hope this was helpful information and will now open it up for Q&A.

Transcript

  • 1. THE EVOLUTION OFINTERACTIVE, RICHDIGITAL ADVERTISING 1
  • 2. IN THIS 45 MINUTE WEBINAR WE’LL COVER:•••••• 2
  • 3. • ASK QUESTIONS• FOLLOW @POINTROLL• TWEET ALONG #RICHEVOLUTION 3
  • 4. DEFINITION OF RICH MEDIARich Media (rich • media)Advertisements with which users can interact(as opposed to solely animate) in a web pageformat. 4
  • 5. 1987 1990 1992 1995 1996 2002 2004 2007 2009 2010 2012
  • 6. FIRST SIGN OF RICH MEDIA WAS IN 1987 WHEN APPLE INTRODUCED THE MACINTOSH WITH ITS GRAPHICAL USER INTERFACE, AND HYPERCARD, THE FIRST UNIVERSAL MULTIMEDIA TOOL.SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here) 6
  • 7. THIS HAPPENED… Black and white gave way to color… Floppies gave way to CDs… Apple gave way to Microsoft (at least as a delivery platform)… Windows became the global standard in GUI computing…SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here) 7
  • 8. FIRST SIGN OF RICH MEDIA WAS IN 1987 WHEN APPLE INTRODUCED THE MACINTOSH WITH ITS GRAPHICAL USER INTERFACE, AND HYPERCARD, THE FIRST UNIVERSAL MULTIMEDIA TOOL.SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here) 8
  • 9. THEN THIS HAPPENED… Black and white gave way to color… Floppies gave way to CDs… Apple gave way to Microsoft (at least as a delivery platform)… Windows became the global standard in GUI computing…SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here) 9
  • 10. AND THEN THIS HAPPENED… Macromedia owned the multimedia space with its Director and Authorware tools, used to create nearly every consumer interactive CD, and the latter was the industry standard for computer- based training…. Adobe, with Photoshop and Illustrator, and Apple, with Quicktime video tools, were also key tool providers…SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here) 10
  • 11. AAAANNND THEN… • • •SOURCE: Why We Lean In: A Brief History of Rich Media by Craig Koller (see full article here);*The Evolution of Rich Media by Russell Shaw (see full article here) 11
  • 12. THE INTRODUCTION OF FLASH 12
  • 13. LATE 1996, TWO YEARS AFTER THE APPEARANCE OF THE FIRST GIF BANNERS… • •SOURCE: The Evolution of Rich Media Advertising (see full article here) 13
  • 14. THE BIRTH OF IN-BANNER INTERACTIVE RICH FEATURES 14
  • 15. THE EMERGENCE OF THE ADSERVER Publisher A Creative Agency Publisher BClient Media Agency Publisher C 15
  • 16. POINTROLL DEVELOPS THEFIRST EXPANDABLEINTERACTIVE BANNER•• 16
  • 17. RICH MEDIA DATA & REPORTING• Impressions • Video • Campaign Properties • Interaction Costs• Clicks • Reach & Frequency • Placement Properties • Panel Costs• Interactions • Site Events • Creative Properties • Activity Costs• Panels • Site Event Revenue • Impression Cost • Video Costs• Activities • Site Event Time Lag • Click Costs • Dynamic ad variables 17
  • 18. THE RAPID CONSUMPTION OF HIGH SPEED BROADBAND INTERNET • •SOURCE: The Evolution of Rich Media Advertising (see full article here) 18
  • 19. SUDDENLY, MAINSTREAM ADVERTISERS, WHO FUELEDBILLIONS OF DOLLARS INTO TELEVISION ADVERTISING,STARTED TO PAY ATTENTION TO ONLINE ADVERTISING. 19
  • 20. ONLINE VIDEO 20
  • 21. MOBILE 21
  • 22. THE CONSUMEREVOLUTION 22
  • 23. PERSONALHISTORY OF USER EXPERIENCE ENGAGEMENT • Consumer Group Oriented • In Control of Experience, Content, INTERACTIVE Devices, Shaping Digital • Focus on User and their • Consumer-oriented Connections – people, location, etc. • Consumer is in Control of • User: Male/Female 4-85 Experience EXPERIMENTAL • Focus on the User • User: Male/Female 10-70 • Buying Media on the “Web” • Funding Sites/Capitalizing • Focus on the Advertiser SURF • User: Male/Female 10-35 • Content-Based Internet • Focus on the Publisher • User: Male 10-24 1996 2000 2006 2011 23
  • 24. WHERE WE ARETODAY 25
  • 25. CONSUMERS SMARTER, MORE EFFECTIVE ADVERTISINGPLACEMENT/ CREATIVE/ DEVICE MESSAGE
  • 26. DYNAMIC CONTENT OPTIMIZATION EASILY CREATE DIFFERENT VERSIONS OF THE SAME DYNAMIC CREATIVE BASED ON RULES…MALE – TEXAS - $600 - FEMALE - TEXAS - $300 - MALE - NY - $500 – FEMALE - NY - $300 - ORANGE BLUE GREEN PINKMALE – TEXAS - $500 – FEMALE - FLORIDA - FEMALE - NY - $600 – FEMALE - NY - $300 – RED $600 - PURPLE BLUE GREEN 27
  • 27. “72% of consumers want anintegrated marketingapproach consistent acrossmobile, social, TV…” MyBuys July 2011 28
  • 28. CUTTING EDGE BANNERS 29
  • 29. CUTTING EDGE SOCIAL 30
  • 30. CUTTING EDGE TAKEOVERS View more takeovers and high impact creative at http://pointroll.com/productshowcase/High_Impact.html 31
  • 31. CUTTING EDGE VIDEOINTERACTIVE & WEATHER TRIGGERED/GEO DYNAMIC IN-STREAM VIDEO 32
  • 32. CUTTING EDGE MOBILE View more tablet & mobile creative at http://pointroll.com/productshowcase/Tablet.html 33
  • 33. LOOKINGFORWARD 34
  • 34. 35
  • 35. 36
  • 36. 37
  • 37. 38
  • 38. 39
  • 39. 40
  • 40. RECAP•••••• 41
  • 41. THANK YOU! 42